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題名：探討推敲可能性模式與消費者綠色經驗對綠色廣告類型與廣告態度關係之干擾效果
書刊名：環境與管理研究
作者：蔡璧如 引用關係／劉譯詠
作者(外文)：Tsai, Pi-ju／Liu, Yi-yung
出版日期：2014
卷期：15:1
頁次：頁1-27
主題關鍵詞：綠色廣告；廣告態度；消費者綠色經驗；Green advertisement；Advertising attitude；Elaboration likelihood model；ELM；Consumer green experiences
原始連結：連回原系統網址new window
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  • 被引用次數被引用次數:期刊(0) 博士論文(0) 專書(0) 專書論文(0)
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  • 共同引用共同引用:12
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企業為了與關心環境的消費者進行溝通，使用越來越多的含有環保意識的廣告。然而綠色廣告的充斥已令消費者感到困惑，進而導致消費者對綠色商品的報導或相關訊息感到不值得信任。本研究欲探討消費者對何種綠色廣告會產生不信任的情況。本研究將綠色廣告分為綠色產品廣告、企業形象廣告、過程定位廣告以及公益廣告四個種類，並納入推敲可能模式及消費者經驗為干擾變數，以問卷為研究工具，對義守大學大學部之學生進行便利取樣。研究結果顯示：1.不同的綠色廣告對消費者之廣告態度有顯著差異，且對企業形象廣告的廣告態度最差。2.推敲可能性模式的干擾效果達到顯著。其中，採取周邊路徑思考途徑的受測者對綠色產品廣告的廣告態度較差，而採取中央路徑思考途徑的受測者對公益廣告的廣告態度較差。3.消費者經驗之干擾效果則是不顯著，消費者對綠色廣告的廣告態度不會受到消費者經驗干擾的影響。
Advertisement with eco-friendly vows are getting popular in order for enterprises to reach consumer who cares for the environment. However, green advertisings are full of vows that confused consumer. This may leads to gradual distrust of news or information related to green products.Advertising attitude is affected by consumer pattern. Elaboration Likelihood Model takes the point of there are two ways of affecting one's attitude: consumers took central route from their attitude according to the information they received;consumers with peripheral route will form their attitude according to related factor of the information. Therefore the advertising attitudes are varied. Also, difference of each person's experience will result in difference to the criterion of judgment, and consequently different advertising attitude.This research categorized green advertising into four categories, green product advertising, enterprise image advertising, process positioning advertising and charity advertising. Convenient sampling is deployed to the undergraduate students of I-Shou University by using questionnaires as research tool. Research results are as follow: 1.Different green advertising has significant effect to consumers' advertising attitude. 2.ELM has a significant interfering effect. Lower advertising attitude observed while using peripheral route in green product advertising, central route in charity advertisement. 3. Interfering effect of green related experience is insignificant, which implies even with the interference of green related experience, advertising attitude of consumer will not be affected.
期刊論文
1.Davis, Joel J.(1993)。Strategies for Environmental Advertising。Journal of Consumer Marketing，10(2)，19-36。  new window
2.Shrum, L. J.、McCarty, J. A.、Lowrey, T. M.(1995)。Buyer characteristics of the green consumer and their implications for advertising strategy。Journal of Advertising，24(2)，71-82。  new window
3.Banerjee, Subhabrata、Gulas, Charles S.、Iyer, Easwar(1995)。Shades of Green: A Multidimensional Analysis of Environmental advertising。Journal of Advertising，24(2)，21-31。  new window
4.王凱、王存國、范錚強(20060700)。線上環境中廣告情境呈現與執行手法對廣告效果的影響：廣告變化、訊息訴求與導引效果。資訊管理學報，13(3)，1-28。new window  延伸查詢new window
5.戴軒廷、馬恆、張紹勳(20040200)。衡量網路廣告態度之指標建構。臺灣管理學刊，4(1)，59-83。new window  延伸查詢new window
6.呂憶皖(1992)。綠色廣告大觀園。廣告雜誌，17，83-87。  延伸查詢new window
7.Kärnä, J.、Juslin, H.、Ahonen, V.、Hansen, E.(2001)。Green advertising。Greener Management International，33，59-70。  new window
8.Laverie, D. A.、Kleine, I. I. I. R. E.、Kleine, S. S.(1993)。Linking emotions and values in consumption experiences: An exploratory study。Advances in Consumer Research，20(1)，70-75。  new window
9.Madrigal, R.、Boush, D. M.(2008)。Social responsibility as a unique dimension of brand personality and consumers willingness to reward。Psychology & Marketing，25，538-564。  new window
10.Nowak, L. I.(2004)。Cause marketing alliances: corporate associations and consumer responses。Journal of Food Products Marketing，10(2)，33-48。  new window
11.Polonsky, M. J.、Bailey, J.、Baker, H.、Basche, C.、Jepson, C.、Neath, L.(1998)。Communicating environmental information: are marketing claims on packaging misleading?。Journal of Business Ethics，17(3)，281-294。  new window
12.Tucker, E. M.、Rifon, N. J.、Lee, E. M.、Reece, B. B.(2012)。A test of green claim types and the role of individual consumer characteristics for green ad response。Journal of Advertising，41(4)，9-23。  new window
13.Braun, K. A.(1999)。Postexperience advertising effects on consumer memory。Journal of Consumer Research，25(4)，319-334。  new window
14.Braun-LaTour, K. A.、LaTour, M. S.(2005)。Transforming consumer experience。Journal of Advertising，34(3)，19-30。  new window
15.Iyer, E.、Banerjee, B.(1993)。Anatomy of green advertising。Advances in Consumer Research，20，494-501。  new window
16.Carlson, L.、Grove, S. J.、Kangun, N.(1993)。A Content Analysis of Environmental Advertising Claims: A Matrix Method Approach。Journal of Advertising，22(3)，27-39。  new window
17.Braun-LaTour, K. A.、LaTour, M. S.、Pickrell, J. E.、Loftus, E. F.(2004)。How and when advertising can influence memory for consumer experience。Journal of Advertising，33(4)，7-25。  new window
18.Hoch, Stephen J.、Ha, Young Won(1986)。Consumer learning: Advertising and the ambiguity of product experience。Journal of Consumer Research，13(2)，221-233。  new window
19.Hirschman, Elizabeth C.、Holbrook, Morris B.(1982)。Hedonic Consumption: Emerging Concepts, Methods and Propositions。Journal of Marketing，46(3)，92-101。  new window
20.Fazio, R. H.、Zanna, M. P.(1981)。Direct experience and attitude-behavior consistency。Advances in Experimental Social Psychology，14(1)，161-202。  new window
21.Baker, Michael J.、Churchill, Gilbert A. Jr.(1977)。The Impact of Physically Attractive Models on Advertising Evaluations。Journal of Marketing Research，14(4)，538-555。  new window
22.Lutz, Richard J.、MacKenzie, Scott B.、Belch, George E.(1986)。The Role of Attitude toward the Ad as a Mediator of Advertising Effectiveness: A Test of Competing Explanations。Journal of Marketing Research，23(2)，130-143。  new window
學位論文
1.趙玉琪(2006)。廣告之中央路徑與周邊路徑決策對消費者品牌態度之影響(碩士論文)。逢甲大學，臺中。  延伸查詢new window
圖書
1.林建煌(2006)。消費者行為。台北：華泰文化。  延伸查詢new window
2.楊孝濚(1995)。社會研究實務。臺北市：國立編譯館出版。  延伸查詢new window
3.高明瑞、黃俊英、楊東震、黃義俊(2007)。綠色行銷。國立空中大學。  延伸查詢new window
4.王石番(1992)。傳播內容分析法--理論與實證。台北：幼獅。  延伸查詢new window
 
 
 
 
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